Centurion Launches Major Rebrand

Written by Andrew Wood

19 January 2017

Leading above-the-neck PPE manufacturer, Centurion, has this month re-launched its brand following a complete brand review during 2016. The brand evolution reflects Centurion’s deep specialism in above-the-neck protection and its fundamental belief in the human ingenuity at the heart of the industries it serves.

The rebrand includes a new logo, tagline and website and is underpinned by extensive customer research to understand current brand perceptions as well as the opportunities and challenges faced by customers in today’s changing landscape. The research reaffirmed Centurion’s belief in the importance of its total focus on above-the-neck protection – the most vital purchase any PPE buyer can make.

After a competitive pitch process, London based Brand & Creative specialists OTM (part of the Edicis group) were chosen to deliver the rebrand project, working closely with internal staff to build a brand identity that reflects the new strategy. OTM also designed and built the new brand website.

The new brand identity and the new tagline ‘When Clarity Counts’ reflect Centurion’s commitment to safeguarding the ideas and imagination that shape our world – through advanced head protection that enables workers to focus on the job at hand. Centurion’s product development teams work on the philosophy of ‘systems not siloes’ – using unrivalled user understanding to build integrated systems that remove complexity and enhance “wearability”. This, Centurion believes, is the key to driving safety standards.

Centurion’s new website reflects the brand’s new direction and includes a brand film which articulates Centurion’s role in the world. It also seeks to improve Centurion’s online presence and better communicate with customers, providing not only product information but also leveraging the brand’s extensive expertise to provide valuable user advice.

While the new identity and website are live from the start of this year, Centurion will officially unveil the rebrand to customers at the Intersec exhibition in Dubai on 22nd January. Many further events are planned throughout 2017, with the firm’s newly refurbished premises in Thetford due to be completed in February.

“At a time of rapid change for our customers, we believe Centurion’s expertise and specialism is more important than ever. We think that men and women can achieve great things when they use their heads – and we’re proud to play our part by giving them the confidence they need to deliver their best. We’ve been keeping workers safe for over a hundred years and look forward to constantly advancing our head protection systems over the next hundred years – going further so that our end users can go even further.”